California-based Alorica to open location in Brighton

California-based Alorica Inc. is looking to expand its East Coast presence with the opening of a location in Brighton.

The sales and marketing office, under the leadership of Chief Sales Officer Chris Crowley, is slated to open Nov. 1 on Canal View Boulevard.

The outsourcing company will focus on customer acquisition and brand awareness for the Rochester area. The company has 20,000 employees nationwide.

“We believe the Rochester area provides the ideal East Coast complement to our West Coast headquarters,” said Andy Lee, chairman and chief executive officer of Alorica, in a press release.

Fifteen full-time positions will be open with the company with further expansion anticipated.

“As we move ahead we are creating a consistent brand to promote our world class capabilities and increase our visibility in the market. The new Rochester office will become the hub to provide direction and support to our sales organization across the country,” Crowley said in a statement.

Crowley was the senior vice president of sales at APAC Customer Services Inc. before joining Alorica. Sutherland Global Services Inc. was his first work experience in outsourcing industry.

Alorica officials hope Crowley’s experience will help to establish the company in Upstate New York.